Parole, parole…This favorite (for most adults) Italian evergreen song illustrates very well what PR has become in recent years. Words, words, and more words… The experienced PR professional should be able to talk well, write well, know how, what, when and whom to say it to… This is true, but only to some extent. Or more precisely, this is no longer enough for the PR services here and now. In the 21st century.
Today, PR is the skill to listen to others, to hear and understand what you are offered. Because every word said or emotion expressed in the communication process hides at least one proposal. It can take the form of a question, a search, sorrow, anger, misunderstanding, an offer… The list is endless. It is only up to us to turn every proposal into a creative communication that opens up new horizons. To find the benefit, give it to ourselves and others, and together continue generating new opportunities. This is PR 21.0.
The good PR specialist is an improviser and an exceptional listener. They listen to be able to work with others and to become together the creators of something better and always positive. They listen to be able to create.
There are still people, who think that PR can be black, resisting or stopping, and whatever else you can think of. It probably could be and there will surely always be such people. But this has been retro, and not vintage, for a long time now. It is definitely not PR from the 21.0 generation, where lots of words is simply not enough anymore.
“I only wish I could find an institute that teaches people how to listen. Business people need to listen at least as much as they need to talk. Too many people fail to realize that real communication goes in both directions.”